According to a recent article in Mediaweek, “Let the In-Game Ads Begin”, product and brand placement in video games are an effective way to reach the average gamer. Mediaweek describes this segment as “professional males with high disposable income.” Marketing to this segment in-game is key because they are also likely consumers of such things as DVR and interactive TV, and frequently engage in multitasking. All of these factors have also been known to hinder the effectiveness of traditional advertising. Some brands that have entered the gaming world include Intel, T-Mobile, Jeep and Red Bull. These, and other, brands can be incorporated into video games in various ways… all of which are effective if placed strategically and in the right context. Some brands develop in-game billboards advertising real-life products. Mediaweek reporter Justin Townsend also discussed another increasingly popular possibility: “fully integrated, interactive product placements, where a product can be used as an integral part of the gameplay.” This can mean a Coke purchased and consumed in-game by your player, or characters in the game driving around in particular auto brands. These opportunities allow gamers, or their characters, to experience certain products and services in-game, increasing their curiosity and awareness of the real-life brand.
These in-game placements result in not only visibility and exposure, but trial and relevance to gamers’ needs and interests. The Mediaweek article continues to discuss the effectiveness of in-game product and brand placement, including how it can be quantified and measured for effectiveness using ROI and market data, as well some do’s and don’ts of in-game advertising.
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